Legal & General is one of the UK's leading financial services companies. With customers ever increasing expectations of the companies they deal with and to defend their leading position, L&G identified the need to improve customer focus. Hence a 3 year journey of cultural and behavioural shift affecting all 8,500 UK employees from the call centres through to managing partners. Our task was to help Legal & General launch a key change initiative to support the change.
It quickly became apparent that this required the buy-in of all employees, not just those who were customer facing. Initially, research was carried out with a selection of employees in different parts of the business and then a variety of key customers. The findings enabled us to identify gaps between the existing and desired customer service offer and to then structure the future communications strategy.
The ability of the Legal & General staff to deliver the desired customer experience was crucial. We developed a set of organisational values to drive employee behaviour towards making the brand promise a reality. Different work streams were then established (for example: Reputation, Brand, People, Service…), each run by a senior manager, linking to goals and objectives.
A Customer Experience training programme helped managers and all employees understand the new aspiration of the company: To unify the Legal & General brand culture so that everybody in the organisation moved together with the same common goal, values and ethos.
This programme helped to inform and involve throughout the process whilst fully motivating employees to act as ambassadors with customers and truly belief in and live the new brand philosophy. Our employee communications strategy was designed to create a continuing journey sustainable over time.
A set of key messages and a number of sub themes were developed to encourage dialogue and engagement. Then a set of tools were created including intranet pages, on-line forums with senior management, training programmes, e-zines and internal posters to support the messages.
This is a Marmalade Consulting programme.